Reina founded Ecotwaza Co., Ltd. in 2006 to share ecological deeds and products from Japan to other parts of the world. The company provides bilingual information on how to live a green quality life through a quarterly magazine “eco+waza” and matching website (www.greenjapan.com), and also sells selected environmentally friendly products, or tools for life, made in Japan. The name eco+waza come from “eco” as in ecology and “waza,” a Japanese term for skill or technique.

Ecotwaza comprises three partners (who all happen to be female) and contracted partners, a flexible team of approximately 20, plus individual share holders who act as mentors. Reina has a vision for a new type of organization; flat, amoeba-like and open to those at different stages of life. This same concept shall be applied as Ecotwaza expands internationally.

As Ecotwaza’s CEO & President, Reina is active in projects that are related to environmental small-scaled technology and product development, as well as international business networking among small and medium-sized enterprises with social/environmental visions.

Reina first encountered environmental issues at the age of ten, when she first became aware of air pollution after suffering with asthma. Her interest in global sustainability grew and developed throughout school, university and a backpacking trip encompassing 30 countries.

She was awarded the U.S. Ambassador’s Entrepreneurship Award and the Best Woman Entrepreneur in Start-up Phase, both in 2010.

We talked to Reina about how her company is tackling the environmental issues that are close to her heart; how attending DWEN opened her eyes; and what Western and Japanese cultures could learn from each other.

TNW: What was the inspired moment that led you to launch Ecotwaza?

RO: There was always a quiet urge to work in an area that contributes to sustainability since a very young age since I suffered from asthma, around 10, but the moment I decided to found a company with a mission to create a more environmentally correct future was a few days before my graduation from high school. I grew up in the US till 10 years old, and far-away Japan was always a dream land with beautiful culture of living in harmony with nature with skilled craftsmanship. However after living in Tokyo for a few years, I was very disappointed to find that modern Japan forgot this heritage and everybody was telling me to think of ecology as a “volunteer” side-work. 

When thinking of what to do in the future, I couldn’t imagine myself working in large companies, and I just “decided” that day to start my own company that runs on a vision to lead the world to sustainability using local wisdom Japan has to offer.

I gave a speech about my idea at the graduation ceremony, and the vice-president of Ecotwaza was there! She is a long-time friend from junior high. It actually took another 7 years to start the company.

TNW: How important is technology to the success of your company?

Environmental technology is one of the keys to sustainability; however, let me emphasize that it doesn’t always have to be a large, most advanced technology that make a change.

Oftentimes, intermediate technology can be the solution. In terms of information technology, we couldn’t have come this far without it! We can reach out to overseas customers easily, have face-to-face chats with other active groups around the world, and spread the word at a high speed. IT can really stretch our body and mind to a world wide level.

TNW: Part of your company credo is “Be the only one. Both as a company and a member, do what nobody else can do”. What does Ecotwaza do that no other company can do?

RO: Good question! We wish to build a trust with the customers that by using the products they can find on our website, it will lead one step to a sustainable lifestyle. Therefore we do not compromise when selecting the products and stories that go on our website, and make a direct relationship with the makers and work together to improve the products, business styles, company visions (not always but mostly, we visit their factory too.)  

TNW: When you built your team, what are the key qualities you looked for to ensure the success of your business?

I looked for teammates that are positive and willing to make a change; have high communication skills; and are more talented/skilled than myself in one or more ways. 

TNW: What is next for Ecotwaza? How do you see technology as a key growth driver?
RO: The next steps we are aiming to are 1) to become a place where eco-minded people can visit to actually calculate their footprints and plan for improvement and 2) not right away, but in the future, to be an incubator in other local communities outside Japan. 

TNW: Do you believe that the key to averting environmental disaster lies in Japanese technology and way of life?

 RO: Yes and no. Yes, since there are many tools to reduce environmental impact in daily lives in Japan that the whole world can benefit from, such as cooking utensils, food, cleaning goods, low-energy techs.  And no, meaning that Japanese technology is not the only solution. There are many local technologies all around the world that are waiting to be introduced, and we hope to cultivate these too.

TNW: Which environmental issue is closest to your heart and how does Ecotwaza help to tackle it?

Forest destruction has always been the issue closest to my heart. Forests around the world are working as a balancer for the entire ecosystem, give birth to clear water, and are home to many species.

The reason of destruction varies in countries, but in the case of Japan, the artificial mono-forests grown after the second world war are not maintained, and wood is sourced from other south-east Asian countries, destroying their forests. Ecotwaza is working to utilize the overgrown forests in Japan by selling wooden products (Japanese culture is fully based on wood! There are amazing ways of using different wood for different occasions, eg, cutting board, bath goods, aroma, toys, dishes, housing, etc.) so the foresters can re-invest in the forest to grow a healthier and diverse forest next time.  

TNW: What lessons could Western and Japanese cultures learn from each other in the way they do business?

Japanese business tends to be very “sticky.” People value face to face communication, and things are built on trust.

Therefore, rich customer service and non-contract-based business is astonishing. Also if you look at old companies founded several hundred years ago, they all have a corporate (family) vision to serve their customers, staff and the local community, which nowadays may be called CSR. On the other hand Western business tends to be more goal-oriented and vision based. Business deeds are usually decided on written contracts and clear cut. This reduces legal risks. Visions move the future in a certain direction, and works very well if the leader has a correct vision.

TNW: How has Dell or the Dell Women’s Entrepreneur Network enabled you to grow your business? What do you see as the benefits of all-women networks such as DWEN? 

RO: Attending last year’s DWEN was a very eye-opening / learning experience.

There are not many risk-taking women entrepreneurs in Japan yet, and it was inspiring meeting so many established women.

I personally learned about getting investment and hiring employees, which is our next step. An all-women network works well to market each other, since many women entrepreneurs have a keen sense of people’s needs. On the other hand, I am hoping that in the future, business networks will not have to put a “women’s” on top – when women entrepreneurs outnumber the men, we can’t discriminate them anymore!

TNW: Is there anything we haven’t asked you, but you’d like to share with our readers?

RO: I hope many people, especially busy entrepreneurs, can go over their lifestyle and see how it can be improved by drawing in the sustainability concept.

It’s not only about yoga and organic, it might help you to create a comfortable atmosphere, improve your cooking ability, keep you healthy and reduce your bills!

Thank you.

The Dell Women's Entrepreneur Network (DWEN) celebrates the wonderful accomplishments of women in business, whilst looking forward at how we can progress and learn from each other. Natural networkers and relationship builders, women have innate flair for entrepreneurship. With DWEN, Dell is helping women in business to expand their networks while offering technology capabilities designed to help them innovate and grow their businesses.

The NextWomen is in partnership with DWEN to bring you a series of 40 interviews with the world's most influential female founders, investors and decision makers: The NextWomen DWEN Interview Series.